In today’s competitive business environment, where so many consumers make purchases over the internet, creating memorable experiences and emotional connections with consumers is critical. Distinctive, carefully considered smells can heighten value perception and expand brand recognition.
Scent marketing is the latest frontier in an advertising landscape that has nearly exhausted the possibilities of auditory and visual marketing. More than 80% of all commercial communication is focused on visual appeal, however, what we hear and smell is significantly more influential on our moods and emotions than any other sense. Scent marketing is the practice of infusing certain smells into an environment to help set a mood or create a positive impression. By using scent, brands can connect with consumers on a deeper emotional level, resulting in a more memorable experience with research indicating that smells can profoundly affect mood and influence decision-making.
Whether it’s to increase impulse spending or develop long term brand loyalty, scent can forge unique, positive associations with a product, service or place of business.
Scent can help to attract new customers, increase sales, heighten value perception, expand brand recognition and customer satisfaction. And it’s not a new concept either, the practice of using scents to invoke positive reactions has been around for decades.
Coco Channel in 1921 when releasing her now iconic fragrance, Channel No.5 had the perfume sprayed throughout the Paris boutique to draw women in from the street.
Creative real estate agents have been suggesting fresh flowers and fresh baked goods in the oven for open house inspections for as long as I can remember. How often have you been drawn into a store by a smell that you find irresistible? walking by a bakery or coffee shop always brings the familiar warm feeling that you need a coffee or need to take a look in the window at the fresh baked goods or what about the feeling you get from that “new car” smell?
Diffusing the right aroma can reinforce your brand identity, create the perfect ambiance for your clients, employees and guests, and differentiate your business from your competitors. Some businesses now consider scents an integral part of their overall image, along with colour, logos and style.
So the next time you find yourself lingering a little longer, enjoying the environment around you for no real reason, or get a sudden urge to enter a shop you are passing by, take a deep breath and decide if you’ve been influenced by scent marketing.